Product Mix is the total number of product lines the company offers to its customers. That is all the product sold by an individual company.
Product mix is measured based on:
Length
Depth
Width
Product Consistency
Product Mix Marketing Strategy
2. Product Mix
– Product Mix is the total number of product lines the company
offers to its customers. That is all the product sold by an
individual company.
– Product mix is measured based on:
Length
Depth
Width
Product Consistency
Product Mix Marketing Strategy
3. Product Line
Product Line is the subset of product mix. The product line
generally refers to the type of product that the company
provides
4. Product Mix
– Length Of The Product: The total number of products against the product
line forms the length of the product. It refers to products that are related to
each other, but produced and sold individually, rather than being bundled
together in a package.
– Width Of The Product: product line width is a depiction of the number of
product lines which a company has.
– Depth Of The Product: the depth of the product mix is the total number of
products within a product line.
– Product Line Consistency: The lesser the variations between the products,
the more is the product line consistency.
7. ITC ( Indian Tobacco
Company)
– ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West
Bengal. Established in 1910 as the Imperial Tobacco Company of India
Limited, the company was renamed as the Indian Tobacco Company Limited
in 1970 and further to I.T.C. Limited in 1974. The periods in the name were
removed in September 2001 for the company to be renamed as ITC Ltd.
– As of 2012-13, had an annual turnover of US$8.31 billion and a market
capitalization of US$45 billion. It employs over 25,000 people at more than 60
locations across India and is part of Forbes 2000 list.
– ITC decided to diversify it’s business into non-tobacco sectors in the 1970’s. In
1975 the company acquired a hotel in Chennai and named it ‘ ITC
Welcomgroup chola’
8. – ITC Ltd sells 80 percent of the cigarettes in India, where 275 million
people use tobacco products and the total cigarette market is worth
close to $6 billion.
– ITC is the only enterprise in the world, of comparable dimensions to
be carbon-positive, water-positive, and solid waste recycling
positive. A testimony to its commitment to a low carbon growth path
- over 38 % of the total energy requirements of ITC is met from
renewable sources. All ITC's premium luxury hotels are LEED
(Leadership in Energy and Environmental Design) Platinum certified
making it the "greenest luxury hotel chain" in the world
10. SHAREHOLDERS HOLDING
Foreign companies( mainly British American tobacco company) 30.54
Foreign Institutional Investors 19.68
Public 11.13
GDR’S 00.30
Financial Institutions 33.44
11. E-Choupal
– ITC's e-Choupal initiative is designed to make the power of the Internet
available to Indian farmers. The company places computers with Internet
access in rural farming villages, serving both as a social gathering place for
exchange of information and an e-commerce hub. As of July 2010, services
through 6,500 e-Choupal across 10 states reach more than 4 million farmers in
about 40,000 villages. The potential of e-Choupal is also being tested through
pilot projects in healthcare, educational services, water management and cattle
health management.
ITC Sangeet Research Academy
– ITC Sangeet Research Academy is a Hindustani classical music academy
established in 1977 and located in Kolkata. Some noted musicians are
associated with this academy.
13. ITC-PRODUCT LENTH
ITC, a conglomerate business corporation, in the following years
post its inception diversified into four major markets namely:-
FAST MOVING CONSUMER GOODS
HOTELS
PAPERBOARD & PACKAGING
AGRI-BUSINESS
29. – ITC's Lifestyle Retailing Business Division has established a
nationwide retailing presence through Wills Lifestyle &
John Players.
30. – Wills Lifestyle presents a premium fashion wardrobe for
men and women. Offering a tempting choice of Wills
Classic formal wear, Wills Sport relaxed wear, Wills Clublife
evening wear and Wills Signature designer wear, Wills
Lifestyle offers a truly delightful shopping experience for
the discerning customer.
31. – Wills Lifestyle was named Superbrand 2012 by the
Superbrands Council of India. Wills Lifestyle has also been
declared one of 'Asia’s Most Promising Brands’ by the
World Consulting & Research Corporation.
32. – Wills Lifestyle has partnered with several leading designers
including Ritu Kumar, Rohit Bal, JJ Valaya, Ranna Gill and
Rohit Gandhi - Rahul Khanna co-creations.
33. – ITC forayed into the youth fashion segment with the launch
of John Players in December 2002 and John Players is
committed to be the No. 1 fashion brand for the youth. This
foray leverages ITC's proven competencies in
understanding consumer insights, brand building and
design capabilities.
34. – The brand is available across the country through a nation-
wide network of over 400+ exclusive stores and 1400+
multi-brand outlets.
36. – ITC forayed into the Personal Care business in July 2005. In
the short period since its entry, ITC has already launched an
array of brands, each of which offers a unique and superior
value proposition to discerning consumers.
37. – ITC's Personal Care portfolio under the 'Essenza Di Wills',
'Fiama Di Wills', 'Vivel', "Engage" and 'Superia' brands has
received encouraging consumer response and is being
progressively extended nationally.
38. Essenza Di Wills
– ITC launched an exclusive line of prestige fine fragrances
under the Essenza Di Wills brand in mid 2005. Essenza Di
Wills is an exclusive range of fine fragrances and bath &
body care products for women and men.
39.
40. – Essenza di wills has a range of bath and body care products
such as
– Aqua
– Mikkel
– Ignite
43. vivel
– Between February and June 2008, ITC expanded its
personal care portfolio with the launch of Vivel range of
soaps and shampoos to cater to the specific needs of a
wide range of consumers.
– This high quality range of soaps and shampoos are for the
upper-mid and mid-market consumer segments
44.
45.
46. engage
– In May 2013, ITC’s Personal Care Products Business
expanded its product portfolio with the launch of Engage –
one of India’s first range of ‘couple deodorants’.
– 'Engage' marks the Personal Care Business’ foray into
deodorants with an exclusive brand.
47.
48. superia
– The Superia range of soaps and shampoos have been
launched to cater to the large popular market in the
personal care category.
50. ITC Cigarette Business
– Market leadership:
Leadership across all segments- geographic and price
– They use state of the art technology and world class
products
51. FMCG
– Production of FMCG turned out to be a successful move for
ITC.
– Launched products under new brand name
52. Personal Care Products
– Products were well received in the market, gaining customers
acceptance.
– Brands were supported by celebrity endorsements.
– Capture all the customer target market:
Essenza Di Wills ( Prestige)
Fiama Di Wills ( Premium)
Vivel ( Middle)
Superia ( Popular)
53. Lifestyle Retailing:
– Engaged in both up-market and down- market stretching.
– Up market products: Wills Lifestyle
104 stores in 43 cities
– Down- market product: John Players
400 stores, 1600 multi branded outlets and departmental
stores.
54. Product consistency:
– Product mix consistency pertains to how closely related product
lines are to one another.
– In the case of ITC, their products lines are very diversified and not
consistent.
– They have a huge presence in the market.
– Under each category, they have a variety of products.
